To show that Virgin Mobile brings more simplicity and flexibility in a category that is plagued with complexities and customer frustration, in a country where people have high expectations from brand and convenience is key, I helped to reposition the brand in the UAE market reinforcing that the brand really listens to its customers to create services that really meet their needs.
The campaign spearheaded a brand positioning movement, helping Virgin Mobile to increase brand health scores while generating new leads, activations and app downloads - comparing before and after the campaign. Recognized at the Effie Awards (MENA region - David vs. Goliath).
Position: Strategy Director
Role: Brand Strategy / Creative Strategy
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